TV measurement
with DISQO
Tuning in where TV meets brand outcomes
Measure across multiple TV channels
Consumers discover brands on every screen via linear TV, CTV, social video, addressable TV, and more, making it essential for marketers to understand how each channel contributes to brand outcomes. With apples-to-apples comparisons across channels, DISQO empowers marketers with a unified view of performance across the TV ecosystem.
Bringing TV data into one view
DISQO brings deterministic linear TV measurement into the same environment as CTV, social, and digital advertising. Rather than inferring exposure from post-log files and OTS survey questions, DISQO ingests deterministic linear TV signals directly into our measurement pipeline. Linear TV exposure is captured at the household level and reported alongside digital results in one unified dashboard view.
From TV exposure to digital behaviors
Connect exposure across CTV and social video to the real downstream digital behaviors consumers take after seeing your ads—searches, site visits, and competitive comparisons. Our deterministic approach replaces opportunity-to-see methods with person-level clarity, so you know how your media inspires performance incrementality across the funnel.
Sophisticated measurement allows you to cut by the following dimensions
Audience
Channel
Media partners
Creative
Placement
Frequency
Report:
Premium Video Advertising
Optimize ad effectiveness in the fast-evolving streaming landscape with insights to transform your media plans and elevate your premium video campaigns.
In their own words
Our ability to understand how linear and digital work together helps us optimize performance across all of our platforms. For cross-platform measurement with DISQO…we maximize the scale of our data and understand the full-funnel performance of every platform.
Sunil Soman
VP, Campaign Effectiveness
Normative benchmarks for
Connected TV Advertising
DISQO’s normative benchmarks, aggregated across thousands of campaigns, show that television has the highest impact on mid-funnel KPIs compared to cross-channel campaigns.
Frequently Asked Questions
Can DISQO measure both CTV and linear TV?
Yes. DISQO measures CTV through tagging and platform integrations, and linear TV using auto content recognition (ACR) technology. Together, they provide a unified view of performance across TV environments.
What if my TV campaign also includes social video?
DISQO measures social video exposures alongside CTV and Linear TV, so you can see how video across every screen contributes to brand outcomes in one consistent framework.
What outcomes can I measure from TV advertising?
You can measure brand outcomes like awareness, familiarity, and consideration, as well as behavioral outcomes such as branded search, site visitation, and competitive comparisons sparked by CTV campaigns.
Does DISQO measure both national and addressable TV buys?
Yes. DISQO captures exposure across national Linear and Addressable campaigns.
How does DISQO handle feasibility for TV studies?
Feasibility depends on campaign size, audience reach, and the platforms included. Our team reviews your plan upfront to confirm coverage and set expectations.
Can DISQO show how TV works alongside digital?
Yes. DISQO reveals how TV exposures interact with other channels, like programmatic or social, so you can understand synergies and optimize your media mix.
What’s the benefit of using Outcomes Lift when measuring TV media?
Outcomes Lift shows when TV exposures lead to behaviors like search or site visitation. For example, if someone sees a TV ad and later searches for the brand on another device, that lift is captured and attributed back to the campaign.
Can DISQO measure cross-device behaviors tied to TV ads?
Yes. Our methodology links TV exposure to digital actions, revealing how TV inspires consideration beyond immediate clicks or impressions. This connects TV awareness directly to measurable mid-funnel activity.
Industry insights
- Case Study
Learn how Brand Lift measurement validated the power of live sports and premium video advertising.
- Case Study
Learn how DISQO’s Brand Lift proved media investments for a leading global airline.
- Article
Los Angeles, CA — January 14, 2026 — DISQO today released its annual Consumer Trends 2026 Report, exploring how economic pressure, evolving media consumption habits, and rising expectations for advertising relevance are redefining media effectiveness in 2026.
- Report
Download to learn how consumer attitudes, behaviors, and expectations are shaping brand success in 2026.